The Mill Digital has created the most exciting tech campaign of the year for Red Gate! We're sending a DBA to Space (but you've probably never heard of a DBA)

Database Administrators (DBAs) may be a niche audience, but they are being treated to the most exciting tech campaign of the year: DBA in space. It involves a 14-part sci-fi comedy quiz, a celebrity DBA, a saucy secret agent and a prize that's literally out of this world: a seat on one of the earth's first commercial spaceflights! The bizarro quiz is open to anyone who works on databases and is open until 12.00 GMT on Tuesday November 22nd.

Throw in social media, mobile, OLM, direct mail, and a live event, and you've got the kind of integrated campaign you'd expect for a mass audience. But the campaign is entirely focused on DBA's. Behind it all is Red Gate, a successful UK software company that wanted to raise its brand awareness amongst database end users, IT managers and buyers. Working closely with Red Gate, The Mill Digital developed a fully integrated campaign comprising the website, the space-noir competition, the in-game communications and above all the films.

"We started with the insight that Red Gate's tools liberate DBAs from the server room," explains Rodrigo Sobral, The Mill Digital Creative Director. "Our idea was to give one lucky DBA the ultimate experience of liberation - a trip into space. "

"Every now and then, you come across an idea that makes your heart jump and your skin tingle," said Red Gate's CEO, Neil Davidson, adding "DBA in Space" is one of those phrases that's so simple, remarkable and clear that it sticks and it sticks hard."

You're probably still wondering, what's a DBA? They're the most important people you've never heard of. They keep our data flowing. Without knowing it, you rely on a DBA for your money, transport, medical records, electricity, and phone calls. But the curse of a DBA's life is being bound to their servers 24/7. And this is where Red Gate's products come in.

"This campaign is a dream come true for DBAs" says Andy Orrick, development Director, The Mill Digital. "They grew up in the age of space exploration. They're avid watchers of sci-fi. And now they get to watch their real-life hero, Brad McGehee, playing a leading role in a sci-fi series. Plus, they get to win a trip to space!"

The winner will take a Space Adventures flight into suborbital space, 10 times higher than commercial aircraft, and a third of the way to the international space station.